Word of Mouth
Word of mouth has been top of mind for me lately. WOM has found its way into client discussions, brainstorms and industry reading, thus inking a spot on my marketing communications short list. That said, I was downright joyous when I stumbled on presentations from the Word of Mouth Marketing Association's 2005 Summit.
I was especially impressed by Jonathan Carson's Measuring Word of Mouth presentation. Key takeaways:
1) WOMunit: "A single unit of marketing-relevant information" - I'm going to use the heck out of this term.
2) Great examples of WOM stand-alone success and success in conjunction with other strategies.
3) Measuring WOM's impact through a WOM receiver's actions.
4) Humility: The association understands the importance of setting goals, identifying its weaknesses and addressing growth.
I was especially impressed by Jonathan Carson's Measuring Word of Mouth presentation. Key takeaways:
1) WOMunit: "A single unit of marketing-relevant information" - I'm going to use the heck out of this term.
2) Great examples of WOM stand-alone success and success in conjunction with other strategies.
3) Measuring WOM's impact through a WOM receiver's actions.
4) Humility: The association understands the importance of setting goals, identifying its weaknesses and addressing growth.
posted by Andy Woolard at 9:37 PM
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